Nghiên cứu tình hình truyền bá thương hiệu riêng của Việt Nam

越南自主品牌传播的现状现究

Study of the Communication Status of Vietnamese Own Brands

• Tác giả: 黄香离 Hoàng Hương Ly
• Hướng dẫn: 舒咏平 Thư Vịnh Bình
• Trường: 华中科技大学 Đại học Kỹ thuật Hoa Trung
• Khoa: 广告与公关 Quảng cáo và Giao tiếp
• Năm: 2011
• Trình độ: 硕士 Thạc sĩ
• File size: 1.23MB
• Format: PDF
• Nguồn: 中国知网

【Abstract】 With the coming of Web 2.0 times, the whole world has undergone major changes. Nowadays, only a networked computer can almost replace all the traditional medias including newspapers, radio, television, etc., internet has become the main way for people to access information with its advantages of high-speed, convenient and providing an infinite amount of information. In this new media environment, businesses can be brought many opportunities by using the internet effectually, and the basic condition for businesses to obtain opportunities vis the internet is to build a good brand website.As a country which is just desiring to transit its model to market economy, Vietnam is facing many difficulties and challenges. Local enterprises which most are small and medium businesses in Vietnam concern about the issue that is difficult to get a place for its own brands to intense compete in the world market due to lack of funding and practical experience. In fact, the network communication is an optimal choice for those limited capital Vietnamese local enterprises to promote the brands outside.Based on this, what the thesis chooses the research direction is the current problems of oversea communication for Vietnamese own brands. The empirical study for English version website of Vietnamese own brands will rely on branding, network communication and other theories and be based on a content analysis method. We will find out and conclude the current main issues in building and promoting the English version website of Vietnamese own brands including indefinite website strategist, low website usability and credibility, lacking idea of brand marketing, we then point out a corresponding solution such as the brands owners should define the strategics of English website, improve website usability, strengthen idea of online brand strategics, implement specialization of the website management and diversity of the website promotion, so that we can as much as possible understand the current situation of building and communication of those Vietnamese own brands which are using enterprise’s website as a carrier.